Cause Marketing for Nonprofits Partner for Purpose, Passion, and Profits

by Daw, Jocelyne

• ISBN13: 9780471717508
• ISBN10: 0471717509
• Edition: 1st
• Format: Hardcover
• Copyright: 2006-03-31
• Publisher: Wiley

Summary

This book captures the exciting potential for business and nonprofits to partner for mutual benefit and discovery. Cause marketing aligns nonprofits and businesses to combine the power of their individual brands with a company's marketing might to achieve social and shareholder value while communicating their values. Cause Marketing for Nonprofits changes the way nonprofits view and execute cause marketing programs. It provides a wealth of hands-on, practical experience that can benefit any nonprofit organization interested in this innovative and growing form of generating revenue, building profile and achieving mission. No nonprofit can afford to ignore the contents of this important new book, the first designed specifically for the sector.

Author Biography

JOCELYNE DAW is Vice President, Enterprises, at Glenbow Museum in Calgary, Alberta, one of Canada's largest and most entrepreneurial museums. Jocelyne is a recognized leader in creating cause marketing partnerships and social ventures for nonprofit organizations (recognized by the American Association of Marketing). She has actively used cause marketing as an important mission-based marketing and fundraising tool to advance community needs and programs in support of the environment, heritage, health care, arts, and culture. In 1988, Daw was National Executive Director for the Canadian Parks Partnership where she helped pioneer a national cause-related marketing program to raise money and awareness, and encourage citizen engagement for Canada's national parks and historic sites. She is a frequent presenter, mentor, and teacher on the subject of cause marketing. For more information visit www.causemarketing.ca.</p>

Table of Contents

Introduction: My Journey, Partner for Purpose, Passion, and Profit.

Foreword By Carol Cone.

Acknowledgements.

PART I: THE CAUSE MARKETING MOVEMENT.

Chapter 1. The New Corporate-Nonprofit Engagement.

Chapter 2. Integrating Value And Values.

PART II: CAUSE MARKETING INITIATIVES: BEST PRACTISES CASE EXAMPLE

Chapter 3. Evolution Of Cause Marketing

Chapter 4. Products: Product Sales, Purchase Plus, Licensed Products

Chapter 5. Promotions: Issue Promotions.

Chapter 6. Cause Marketing Programs.

PART III: GETTING IT RIGHT - CAUSE MARKETING FRAMEWORK.

Chapter 7. Creating A Cause Marketing Orientation: Cause Preparedness.

Chapter 8. Building The Cause Marketing Program: Collaboration; Combining Assets; Creating Value.

Chapter 9. Implementing the Cause Marketing Program: Execution; Corporate and Community Outcomes.

PART IV: MAKING IT HAPPEN: BEST PRACTICES CASE STUDIES.

Chapter 10. National Organizations: American Heart Association and First Book American heart associatin and National Cause Partners Macy's and Pfizer: "Go Red for Women" Cause Marketing Campaign.

Chapter 11      Local Organizations: Food Bank (New York City) and Canadian Cancer Society (British Columbia and Yukon District).

Case Study: Food Bank for New York City and NYC Banks and Financial Institutions.

Case Study: Canadian Cancer Society and Daffodil Cause Marketing Product Sales.

Chapter 12. Cause Marketing Principles And Cautions: Seven Golden Rules, Seven Deadly Sins. 

Final Thoughts.